GNT #032: I hate marketing

Read time: 4.5 minutes
 

"I hate marketing. I don't want to touch it with a 10 foot pole."

These are the exact words a technical founder told me last week as we were digging into his business.

This is not uncommon.

Many technical founders excel at what they do best - crafting an incredible product that solves real problems. But when it comes to the vast world of marketing, it feels alien, even aversive.

But the thing is, even the best products won't sell themselves.

So, if you're a technical founder who'd rather talk product vs. positioning -- what do you do?

Today, let's explore your options.

I'll cover the typical routes technical founders take for marketing help and rank each on the criteria: time investment, cost, and impact.

(and give you some advice on which options might be best for you.)

Keeping you at a 10 foot distance.

Sound good?

Let's do it.
 

Understanding the Criteria

Before we dive in, here's how I'll analyze each option for you:

Time Investment: The amount of effort and hours you, as a founder, will need to put in
Cost: Financial resources required
Impact: The potential for growth and ROI

Each option will be ranked from 1 (least favorable) to 10 (most favorable) on these criteria.

As always, your choice will always be influenced by your unique circumstances.

Option 1: Hire a marketing employee

Bring on a dedicated in-house marketing employee.

Your options here range from hiring an entry level marketer who's eager, but may lack experience -- to a more seasoned marketer that's done it before, but comes with a bigger price tag.

An employee has dedicated focus. But hiring is a longer-term commitment and works best for companies that have an established model and predictable revenue they want to scale.

Time Investment: 7/10 – Requires time for hiring, training, and oversight
Cost: 7/10 – Salaries, benefits, and other overhead costs
Impact: 8/10 – Can have significant long-term benefits

Challenge: Finding the right fit. A mis-hire can set you back in terms of time, money, and potential missed opportunities.

Option 2: Work with a marketing agency

Contracting a specialized marketing agency.

Think of an agency as an external marketing department with many different specialties, tools, and know-how. This makes them well equipped to handle a business's entire marketing operation or certain functions.

If you have fluctuating marketing needs or launches, agencies can adapt quickly bringing in more resources or scale back as needed.

If you're starting from scratch, an agency can fast track your efforts. But they may not be as invested in the outcome and ROI as you are. Ensure clear communication and goal-setting from the beginning and be prepared for a hefty price tag.

Time Investment: 5/10 – After onboarding, little day-to-day oversight is needed, only periodic check-ins for updates
Cost: 9/10 – Agencies may cost more than one hire, but offer broad expertise
Impact: 8/10 – Varied expertise ensures a broad approach

Challenge: Maintaining a close alignment. Ensuring they truly understand and embody your brand vision.

Option 3: Bring on a non-technical co-founder

Bring on a partner who thrives in marketing.

Instead of going solo, you might consider bringing in a partner who can own revenue / marketing strategy and focus on aligning your product with market demands.

Time Investment: 5/10 – Finding the right partner can take time, but once onboard will take the reins
Cost: 8/10 – You might offer equity, a reduced salary, or a profit-sharing model
Impact: 9/10 – This can be transformative, aligning the product closer to market needs and driving growth

Challenge: Equity discussions. Sharing ownership and potentially profits means you'll need to be clear about the value and expectations of each partner.

Option 4: Work with an independent marketing consultant

Work with an indie consultant on a specific challenge.

Typically a marketing consultant works on specific marketing tactics, strategies, or challenges. While they might not own your entire marketing function, they can be instrumental in solving particular problems or enhancing specific areas of your marketing.

Time Investment: 6/10 – Frequent interactions initially for alignment with periodic touchbases after
Cost: 5/10 – Typically project-based or hourly fees. Generally more affordable than agencies, but costs can vary based on the consultant's reputation and expertise
Impact: 7/10 – Directly tied to the quality of the consultant. Ownership for ROI and outcomes is still up to the business

Challenge: Scope management. It's critical to define clearly what the consultant will and will not do to avoid misaligned expectations.

Option 5: Work with a Fractional CMO

The expertise of an experienced marketing leader without the full-time cost.

A Fractional CMO can guide your overall marketing vision, build and lead teams, and set-long term strategy on a part-time or contract basis. They often help growing companies that aren't yet ready for a full-time marketing executive leader.

Time Investment: 6/10 – Regular strategy sessions and meetings are necessary in the beginning, but they can be a trusted member of your leadership team 
Cost: 8/10 – While more expensive than consultants, they're cost-effective compared to a full-time executive hire. Pricing is often on a retainer or monthly fee basis
Impact: 9/10 – Given their strategic oversight and experience, a good Fractional CMO can significantly elevate your marketing and drive substantial growth

Challenge: Knowledge transition. As part-timers, ensuring they are fully looped into all aspects of your business to make the right strategic decisions can be a challenge.

Takeaway

So, which of these options is best for you?

Consider your strengths and limitations, budget, and long-term vision.

Before deciding your next route:

- Pinpoint your immediate needs: Strategy, execution, or both?
- Evaluate your budget: Be cost-conscious, but don't compromise on essentials.
- Look ahead: what will scale with your growth? Also early-stage startups might benefit from consultants, while scaling businesses could need in-house teams or agencies.

And don't think you have to go one route. You can mix and match.

Play to your strengths. Trust your gut. I believe in you.

See you next week!

(p.s. Want some custom advice? Book a 1:1 worksession with me -- link below ↓).

Whenever you're ready, there are 3 ways I can help you:


1. Need some guidance? I'm here to help. It's easy to book time with me. Book a 1:1 worksession with me now.


2. Have a problem you want broken down into actionable steps to solve? Send it to me and I'll write about it.

3. Want short, but meaty tips on growth systems for profit, purpose, and life. Follow me on LinkedIn